Director, Growth Marketing

DataSpring is a healthcare data connector that supports the flow of essential information across the healthcare system. The Director, Growth Marketing leads the company’s growth marketing function across payer and provider markets, owning segment strategy, integrated campaigns, events, performance marketing, budgets, and measurable business outcomes. The role also manages a multidisciplinary team and partners cross-functionally to drive demand, pipeline contribution, customer expansion, and marketing ROI.

Responsibilities:

• Own the overall growth marketing strategy for DataSpring, setting direction across integrated campaigns, content, and performance marketing in service of company revenue and market share goals
• Translate company objectives into annual growth marketing plans, campaign strategies, event strategies, budget recommendations, and measurable outcomes
• Lead the team's transition from a product-organized model to a segment-organized model, with growth marketing structured around the payer and provider markets
• Directly own provider segment growth strategy, including provider-specific goals, buyer personas, journeys, campaign priorities, and integrated marketing plans
• Ensure growth strategies appropriately address distinct provider audiences, including decision-makers, clinicians, and profile managers, where applicable
• Oversee channel strategy, audience targeting, campaign activation, and optimization across payer and provider segments
• Retain overall accountability for the payer market segment's strategy and results, with day-to-day payer campaign strategy and execution led by the Payer Growth Marketing function
• Partner with Sales, Account Management, and Business Development on pipeline targets, account-based marketing, cross-sell, customer expansion, and net-new provider opportunities
• Directly manage, coach, and develop a multidisciplinary growth marketing team across campaign strategy, content and communications, performance marketing, event strategy, and lead generation
• Personally own the provider market segment end-to-end strategy, campaign design, and event strategy and design, directing the appropriate growth marketing resources in execution
• Delegate ownership of the payer market segment's campaign strategy and execution, including payer event strategy and design, to the appropriate growth marketing leader while providing oversight to ensure payer campaigns stay aligned with overall growth strategy and brand standards
• Set team priorities, operating rhythms, resourcing plans, accountability measures, and integrated planning practices across content, campaigns, performance channels, events, and customer marketing
• Apply ongoing performance management practices — feedback, coaching, counseling, and development planning — across direct reports, including hiring for open roles on the team
• Establish event strategy and governance across payer and provider segments, including prioritization, experience design, lead goals, and performance measures
• Own the customer marketing strategy and growth framework across both segments, with execution delegated through the growth marketing team
• Review payer segment campaign plans, budget, and performance with the Payer Growth Marketing function on a regular cadence to maintain accountability for that segment's results
• Translate provider market and customer needs into goals, objectives, strategies, tactics, integrated campaign plans, and timelines
• Provide strategic direction for audience-specific campaigns and engagement strategies targeting provider decision-makers, clinicians, and profile managers
• Direct provider-focused content and campaign assets that reflect provider pain points, use cases, and commercial priorities
• Activate provider-focused digital, paid, organic, and account-based channels to drive awareness, engagement, qualified demand, and pipeline contribution
• Own provider-focused event strategy and design, partnering with the Event and Field Marketing functions on logistics, execution, lead capture, routing, and follow-up
• Provide oversight and regular review of provider segment campaign plans, budget, and performance with the Event and Field Marketing functions to ensure go-to-market activities remain aligned with provider segment goals and measurable business outcomes
• Own the provider segment marketing budget; allocate spend across channels, events, and vendors to hit lead and pipeline targets, and manage associated ROI
• Own the overarching growth marketing event strategy, including how events support segment priorities, audience engagement, demand generation, customer expansion, and business growth objectives
• Establish the annual events strategy, prioritization framework, calendar, budget, experience design, lead goals, follow-up model, and success metrics across both payer and provider segments
• Direct the overall workload and priorities of the Event and Field Marketing functions across both segments, ensuring logistics, execution, and lead management are resourced appropriately for provider and payer events alike
• Product Marketing: Partner on portfolio positioning, messaging frameworks, competitive intelligence, and commercial enablement; activate that positioning into segment-specific campaigns and demand-generation programs
• Marketing Communications: Partner on corporate narrative, thought leadership, executive communications, and earned media alignment; ensure growth campaigns reflect approved narrative and brand voice
• Marketing Operations & Analytics: Partner with the Marketing Operations & Analytics function on lead flow, attribution, and reporting infrastructure to track provider segment performance (MQLs, SQLs, pipeline, CAC, LTV)
• Brand Marketing: Partner on brand identity, creative production, digital marketing infrastructure, and website needs; brief creative and web requirements for payer and provider campaigns
• Sales, Account Management & Business Development: Partner on lead follow-up, handoffs, campaign briefs, account-based marketing, cross-sell, customer expansion, and net-new opportunities across both payer and provider segments
• Lead the performance of the growth marketing function, setting clear goals, priorities, operating rhythms, and accountability measures across campaigns, content, performance marketing, events, and customer marketing
• Define and manage growth marketing KPIs across payer and provider segments, including awareness, engagement, MQLs, SQLs, pipeline contribution, campaign ROI, event performance, conversion rates, and customer expansion outcomes
• Partner with Revenue Operations to establish dashboards, attribution models, and reporting infrastructure that show growth marketing's contribution to business objectives
• Use performance data to continuously optimize audience strategy, campaign design, channel mix, content performance, event investments, and budget allocation
• Hold direct reports accountable for measurable outcomes, ensuring each function within growth marketing has clear goals, metrics, timelines, and performance expectations
• Represent growth marketing and the provider segment in cross-departmental planning for conferences and industry events, partnering with Business Development and Product Management as needed
• Other duties as assigned to support marketing and communications

Requirements:

• Ability to operate at two altitudes at once: setting strategic direction across the full growth marketing portfolio (both payer and provider segments) while personally rolling up sleeves to architect and execute provider segment campaigns, content direction, and events
• Proven ability to build and lead a market-segment-based growth marketing strategy, including translating a segment's needs into an integrated, multi-channel go-to-market plan
• Strong people leadership skills, with experience managing and developing a team spanning content, campaigns, and performance marketing disciplines
• Ability to partner effectively across product marketing, marketing communications, sales, and business development, with a clear understanding of where growth marketing's ownership starts and stops relative to those functions
• Strong analytical capabilities to analyze market research, competitive intelligence, and end-to-end conversion metrics to develop sound segment strategies and measure results
• Expertise in marketing automation, CRM, and demand-generation tooling (e.g., Pardot, Marketo, HubSpot, Salesforce, DemandBase), and in rolling a go-to-market strategy into an integrated marketing plan
• Experience with account-based marketing and strategic account planning in partnership with business development
• Excellent written and verbal communication skills, with the judgment to apply established brand narrative and product positioning rather than originate it
• Ability to set priorities, manage multiple workstreams, and keep a team on track against deadlines and budget
• Demonstrated budget and ROI management experience, with accountability for a clear ROI target
• Deep expertise in performance marketing, reporting and optimization, including setting the performance KPIs for growth marketing that support business objectives, and cross collaborating with Revenue Operations, Sales Operations and finance
• Proven ability to influence senior cross-functional stakeholders without direct authority, particularly Sales and Account Management leaders, to align growth priorities, resolve competing needs, and drive execution against shared revenue and customer expansion goals
• 10+ years of experience in B2B marketing, growth marketing, demand generation, product marketing, segment marketing, or related disciplines
• Experience developing and leading integrated growth marketing strategies that drive awareness, engagement, qualified demand, pipeline growth, customer expansion, and measurable business outcomes
• Experience leading cross-functional marketing initiatives across campaign strategy, content, events, digital marketing, performance marketing, account-based marketing (ABM), and customer marketing
• Experience managing and developing high-performing marketing teams, including responsibility for performance management, coaching, resource planning, and team development
• Experience establishing marketing goals, KPIs, budgets, measurement frameworks, and operating processes that align marketing investments with business objectives
• Demonstrated success partnering with executive leadership, sales, product marketing, account management, and other cross-functional stakeholders to develop and execute growth strategies
• Bachelor's degree in Marketing, Business, Communications, Healthcare Administration, or a related field required
• Proficiency in Salesforce (preferred), Pardot/Marketo/HubSpot, DemandBase, and MS Office/PowerPoint
• Healthcare, healthcare technology, payer, provider, or other regulated industry marketing experience preferred
• Master's degree in Marketing, Business Administration (MBA), Communications, or a related field preferred